Traffic drop by 49.75% after migration from Magento to Shopify?

Shopify Partner
17 0 3

We hired a team and designed the theme for on Shopify which had been previously on Magento. On Sept. 8th we finished the theme and migrated everything over to Shopify and since then we've seen a constant drop in traffic as compared to when the site was on Magento. 


As you can see from the screenshots of Google Analytics, there's a significant sharp drop in traffic immediately after we migrated. We have been trying to find the culprit here but as it looks like an overall drop across ALL traffic acquisition channels, therefore, we don't have any clue as to why this happens?

There's not only the drop in traffic but also a drop in transactions & revenues on the same scale. It's as frustrating as it is weird because half of external traffic sources seem to suddenly cease arriving on my site as if they know my site is different so they suddenly refuse to land on our site??

We still have the old site online if you want to compare:

At first we thought it's just a coincidence of traffic fluctuations and it would return to normal after a few days or weeks but it seems we are wrong.

We are truly desperate at this point with so much invested in marketing and re-design but results cut in half. Any help would be tremendously appreciated! Thank you!

Hi @Yang_Yang

I’m Timmy from LitExtension team. In this situation, you might get some trouble with your websites’ URL after switching. Did you perform 301 redirects from your Magento store to Shopify?

Let me explain to you more about this. SEO URLs are of great importance as it brings a huge number of organic traffic to your store. However, each platform has its own URL structures, so when re-platforming your new store, it will be changed. Thus, 301 redirect is a key point to maintain your website’s domain authority and search ranking. 

Simply, with 301 redirects, when someone clicks to your Magento’s store address (or any product URL) or type it on Google search bar, they will be automatically led to Shopify page which is active with what they are looking for and represented by new URL. Currently, if you didn’t use 301 redirects, I think it might be the main reason for losing your traffic. 

Now, you can go to the Search Console and find your broken link, after that redirect them to your new Shopify store’s URL. In case you want to perform any migration in the future, please keep in mind 301 redirects and 404 page not found error matters, which will affect directly to your SEO performance.


Timmy Tran - LitExtension Expert
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Shopify Partner
17 0 3

Thank you for the first follow-up.

Yes, we have done ALL 301 redirects wherever possible, products, categories to collections, even WordPress blog to Shopify blog for EVERY posts.

I'm afraid you don't get the situation as it's totally different in that the traffic seems to never arrive on our site, otherwise, even if we haven't set up the redirects, the traffic should still be there on our site with Google Analytics giving the same traffic stats with higher bounce rate and shorter duration, right?

Because there is the GA tracking code on Shopify 404 NOT FOUND page.

Make sense?

Lacking 301 redirects doesn't explain the 49.75% traffic drop and we DO have them in place from the very beginning.

Also as a comparison, here's the stats of May 19, 2019-Nov 19, 2019 in GA for when it's still on Magento, so we can rule out the season factor. Traffic is actually climbing as we sell through summer to fall.



This is truly weird.
Shopify Partner
17 0 3

Can somebody help please?

This is as weird as it is frustrating....